Coaching: what it is, what it is for and the benefits in sales

benefits in sales



  • First of all: what is coaching?
    1. Types of coaching
  • Understanding what sales coaching is
  • Sales Coaching: The Benefits for Businesses
    1. 1 – Synergy between manager and team
    2. 2 – Motivation not only financial
    3. 3 – Clearer processes for everyone
  • So, should I or should I not be coaching? The coaching process has been increasingly used by people who want, more than to lead, to find the right path when it comes to entrepreneurship.

When it comes to sales, we all know that leading a sales team is not the easiest of tasks to do. Quite the contrary.

In addition to managing people, customer relationships, market knowledge and strategic thinking are essential for the commercial success of companies.

For this reason, coaching has been sought as an alternative for those professionals who wish to grow as managers in their area.

However, a question always arises. Does coaching really help professionals not only lead but sell better?

This article is not intended to provide a definitive answer to this question. We will analyze some points and the decision between “yes” and “no” is up to you.

Come on?

Good reading!

First of all: what is coaching?

It can be understood as a method and/or set of techniques and tools. Its objective is the professional and personal development of those who participate so that results and objectives can be achieved.

In English, the word coach, in a free translation, means “coach”.

The idea is to extract the best and the most from each person. For this, different administration resources, neuroscience, psychology, among others are constantly used.

It is, therefore, a process focused on finding solutions. It can also be understood as a flexible, malleable process that, in theory, can be applied in any area of ​​human activity.

Types of coaching

There are many types of coaching available. Among these, the two most common are:

  • personal coaching – aims to empower the individual and increase his performance so that he can achieve much more in his life;
  • professional coaching – aims to recognize the individual’s qualities so that he can leverage them in his area of ​​expertise.

Within this last item, sales coaching can be an alternative for those who want to increase their performance in the area.

Understanding what sales coaching is

If coaching aims to develop and enhance the individual’s skills, sales coaching meets the challenges that exist in the area.

When we think about the role of a commercial manager within a company’s sales routine , leadership and influence are important for everyone involved in the operation.

After all, if a sales leader manages to develop to his full potential, he will be better able to develop the skills in his subordinates.

But of course, this varies from person to person. It depends a lot on the manager’s profile to, for example, assimilate coaching techniques, put them into practice and finally develop.

Good commercial performance depends on motivated people, satisfied with the work they do. It is up to the manager to provide this, managing to give their best and extract the best from their subordinates.

Develop professionals, apply the so-called agile methodology to share knowledge, increase performance. That’s what all companies look for.

Selling more and better is the ideal scenario, isn’t it?

Within this reality, coaching can appear as a solution for each professional to be able to maximize their qualities.

Sales Coaching: The Benefits for Businesses

So that you have more insights to understand, we’ve listed 3 points that sales coaching can help sales teams increase their performance.

If your company needs to improve any of these points, it may be that the application of this technique will solve these pains.

When looking for some sales coaching, see if any (or all) of these items can be improved after its application:

1 – Synergy between manager and team

The saying is old and it may sound like a cliché, but it’s true: unity is strength.

The sales team is united and with synergy between the sales manager and the team. This is essential for any company’s sales process in any industry.

For this, the ideal is that there is constant, periodic feedback, not only with the team but with each seller individually.

The intention here is not to charge when something goes wrong. The idea is to apply sales coaching techniques. However, for this, it is necessary to follow a few steps.

It is necessary to create an enabling environment for the dialogue to be frank, truthful, and on a two-way street – not only the manager can speak.

A manager who has gone through sales coaching can then apply the techniques and try to maximize the skill of his subordinates.

To optimize time, it is important that each meeting has a goal and planned activities that need to be done between everyone.

Listening more, analyzing posture, speeches and gestures, it is possible to understand perceptions, desires, doubts and other points that can be important to create a true connection between everyone.

2 – Motivation not only financial

Of course, everyone wants to earn more and be financially recognized for their skills and work well done.

However, sales coaching serves to show that the motivation (and valuing) of a sales team need not only involve money.

Thinking about the commission that sellers earn, it is, in fact, already introjected into their routine – and this can generate a kind of accommodation.

After all, it is already assimilated as part of the salary. And, as much as they can increase their income by selling more, many are content only with the amount they already project to earn each month.

Coaching appears as an option to show professionals that professional – and also personal – satisfaction is not always associated with higher income.

To have greater well-being, to be promoted, to be able to invest in a course… in short, there are many ways to achieve that a person can have in his or her life.

It is up to the manager to seek this answer with his team. Encourage them to express what motivates them and what they think can make them better as a whole.

Self-knowledge is essential at these times. With the right techniques, the right answers can be obtained.

3 – Clearer processes for everyone

Sales coaching aims to make all business processes, whether internal or external, assertive and clear for everyone.

As a conductor of this technique, the manager needs to make clear everyone’s roles and responsibilities. And it has the obligation to stimulate and extract the best from each professional.

It’s critical to always be accessible to your team – but actively. Propose actions, ask questions that encourage the exchange of experiences and information.

Make clear goals and objectives and show the path to be followed so that they can be achieved.

During the walk, it is essential to encourage people to see the end of the road.

More than straightening the process by applying  sales techniques, ask your team:

  • Where do you see yourself a year from now? It’s two?
  • How can you do more for yourself, the entire team and the company?
  • What can you learn from your peers?
  • What can your colleagues learn from you?
  • What do we need to do together to achieve our goals and objectives?
  • How can you be better and how can the company make you better?

These questions are important not only for everyone to reflect, but also to stimulate the exchange of knowledge, desires and even fears.

So, should I or should I not be coaching?

As we said, the purpose of this text was not to answer for anyone. Only those who are immersed in the company’s day-to-day activities can have subsidies to assess this point.

You need to understand your team’s profile. Understand what level of openness the manager has with her and what she wants to have.

More than that, it also depends on what each sales leader understands about managing teams and stimulating skills.

Taking into account what this article does and what your company is today and wants to be tomorrow, it becomes easier to know if coaching is necessary or not.

So, how can we help you?

If you have any questions about the content of this text or have questions about business processes, talk to a consultant.

Enjoy and read on our blog an article that brings 17 sales tips for companies and another that discusses the importance of what is a sales funnel and how to structure yours.

Good sales!

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